Job Description

Marketing automation platform Marketing Operations Specialist

£43K – £72K a year
Full–time
PCD320214

Job description

Key Objectives
• Build a scalable lead generation infrastructure using marketing automation platform's advanced features.
• Implement sophisticated lead scoring and qualification systems aligned to the organisation's ICPs.
• Create automated lifecycle workflows for lead nurturing and pipeline acceleration.
• Establish attribution and reporting frameworks for campaign performance tracking.
• Document and hand over comprehensive playbooks for permanent team adoption.

Core Responsibilities

Lead Generation Infrastructure
• Design and implement automated lead capture workflows from multiple sources (webinars, newsletter subscribers, Academy participants).
• Build lead routing and enrichment systems.
• Create qualification and nurture sequences segmented by product interest, persona, industry sector, and behaviour.
• Integrate all lead sources into unified marketing automation platform workflows with proper attribution.

Advanced Lead Scoring Model
• Develop a comprehensive lead scoring framework based on the organisation's ICPs.
• Implement multi-factor scoring logic combining:
• Firmographics (company size, industry, location).
• Intent signals (demo requests, pricing page views, competitor research).
• Leverage Breeze Intelligence and marketing automation platform AI for predictive scoring refinement.
• Define sales handoff thresholds and pipeline readiness criteria.
• Create automated score-based workflows for different customer journeys.

Lifecycle Email Automation
• Design sophisticated email nurture sequences for different customer segments:
• New leads to MQLs by customer segment, industry sector, product interest (Local SEO Services, Citation Builder, Reputation Manager).
• Lapsed trialists or CB sign-ups who didn’t convert - how to re-engage.
• Sales meetings that failed to convert - how to nurture until in-market.
• Implement behavioural trigger workflows based on engagement patterns and drop-off points.
• Utilise marketing automation platform's AI content assistant for rapid, high-quality email copy creation.
• Apply Breeze Intelligence insights to optimise send timing and content personalisation.

Attribution & Performance Tracking
• Establish multi-touch attribution models for campaign performance measurement.
• MQL generation and quality metrics.
• Campaign ROI and cost per acquisition.
• Lead progression through funnel stages.
• Conversion rates by source and campaign.
• Create automated reporting workflows for stakeholder visibility.
• Implement advanced tracking for paid campaigns integration.
• Deploy smart content and personalisation based on lifecycle stage and lead score.
• Implement dynamic CTAs that adapt to visitor behaviour and profile.
• Create A/B testing frameworks for forms, landing pages, and email sequences.
• Optimise lead capture flows to maximise conversion from existing traffic.

Required Experience & Skills
• 5+ years of advanced marketing automation platform experience with Marketing Hub Professional/Enterprise.
• Breeze Intelligence implementation and optimisation.
• Advanced workflow automation and branching logic.
• Lead scoring model development from scratch.
• Smart content and personalisation engines.
• Attribution modelling and campaign tracking.
• AI-powered content generation tools.
• Proven track record implementing complex marketing automation for B2B SaaS companies.

Technical Requirements
• Advanced workflow architecture - ability to design complex, multi-step automation sequences.
• Data integration expertise - connecting marketing automation platform with multiple lead sources and platforms.
• Attribution modeling experience - setting up multi-touch attribution and campaign tracking.
• API and integration knowledge - leveraging marketing automation platform's API for custom workflows.
• Advanced reporting and analytics - creating sophisticated dashboards and performance tracking.

Strategic Marketing Knowledge
• B2B SaaS marketing experience with an understanding of complex buyer journeys.
• Lead scoring methodology - experience developing scoring models aligned to ICPs.
• Lifecycle marketing expertise - designing nurture sequences for different customer stages.
• Conversion optimisation - proven track record improving lead capture and progression rates.

Soft Skills
• Excellent documentation skills - creating comprehensive playbooks and process documentation.
• Project management abilities - managing multiple complex implementations simultaneously.
• Stakeholder communication - translating technical implementations into business value.
• Independent working style - able to work autonomously and hit the ground running.

Primary Deliverables
• Complete lead scoring model with documented logic and automated workflows.
• Advanced lead generation workflows with multi-source integration.
• Attribution and reporting dashboard with automated stakeholder reporting.
• Smart content and personalisation framework for website and email optimisation.
• Detailed documentation package including:
• Lead scoring methodology and maintenance guides.
• Handover training materials.

Project Timeline

Week 1-2: Discovery & Planning.
• Audit the existing marketing automation platform setup and identify optimisation opportunities.
• Define ICPs and lead scoring criteria with stakeholder input.
• Design workflow architecture and automation sequences.
• Create a project roadmap and a milestone delivery schedule.

Week 3-6: Core Implementation
• Build a lead scoring model with testing and refinement.
• Implement automated lead capture and routing workflows.
• Create lifecycle email sequences with AI-powered content.
• Develop attribution tracking and reporting dashboards.
• Conduct comprehensive testing of all workflows and automations.
• Implement smart content and personalisation features.
• Optimise forms, CTAs, and conversion points.
• Create A/B testing frameworks for ongoing optimisation.

Week 9-12: Documentation & Handover.
• Conduct team training sessions on new systems.
• Provide ongoing support during the transition period.
• Deliver final performance reports and optimisation recommendations.

Start Date: ASAP

Day Rate: Competitive (based on experience).